Pilat Media debuts personalized advertising platform

Global broadcast management systems firm Pilat Media has introduced a personalized advertising system that inserts ads according to the household or individual subscriber profile across various entertainment media formats.

The new platform, which runs across digital TV, IPTV and mobile TV, will serve up personalized ads to consumers based on their profile. Pilat Media, whose US operations are based in Denver, CO, manages $20 billion in TV advertising sales annually, including $1.8 million in advertising spots for Fox every month.

"What we have seen in the past is that ad insertion is a technical problem," said Bob Lamb, CTO of Pilat Media. "Our aim is to connect business management to technology."

The new platform will be integrated into the existing Integrated Broadcast Management System (IBMS), which manages airtime and advertising sales in real time while analyzing rates, ratings and inventory usage. The new platform also interfaces with third-party software to calculate reach and frequency in order to track spot availability against contractual target goals.

For example, if a contract is for showing the ad to 10,000 people, then the ad will not be served after it has been shown to 10,000 people.

The new platform integrates with all major video distribution systems.